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Music F Fatafati launches ‘Dance Party Jhinchak’ with Axe

MUMBAI: Three months into its launch, Bengali music channel Music F Fatafati has launched a new property. Titled ‘Dance Party Jhinchak’, the show is in collaboration with Hindustan Unilever’s male grooming brand Axe, designed on a similar theme as the Axe Boat Party.

The 30-minute show will be telecast for a period of three months with promotional activities across multiple platforms. The property features thematic parties shot over eight episodes which will be aired daily at 10 pm.

It will showcase youngsters grooving to remixed Bangla music by the poolside, a beach affair or in a retro theme.

The channel aims to set a new benchmark in the Bangla music industry with this innovative property. Having commenced the channel with live animated characters, this show will present viewers with ‘real’ entertainment.

Launch Pad director Vikas Varma said, “This new property will set a new trend in the music industry that breaks monotony and sets the rating points soaring high. The viewers will get to explore the richness of Bangla music in a very interesting way. It is going to be a good blend of music and fun.”

The partnership will also enable Hindustan Unilever to engage with a larger segment of their target audience and prospective consumers. On ground activities will start from Kolkata and eventually move to other cities.

Commenting on the association, Launch Pad director Probal Gaanguly added, “We are delighted to have Axe on board, as this will be a perfect platform for the brand’s core target audiences. In a short time, the channel has gained immense popularity and we are determined to try out new things to increase engagement with our viewers and advertisers.”

The channel has launched a 360 degree marketing campaign for the new property which includes outdoor hoardings, press ads and cantor activities across multiple locations.

The channel was launched in February this year by Royal Raj Media and Launch Pa​d, and is available across all cable and digital platforms.